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Xiaohongshu’s Foodie Marathon boosts Shanghai’s culinary scene

xiaohongshu's foodie marathon

On the 17th of July 2023, the Chinese social media platform Xiaohongshu launched the “100 Stores Exploration Plan” (100家探店计划), which will end on the 31st of December, 2023. This event was launched in several big cities like Guangzhou, Shenzhen, Shanghai, and Beijing. The event involves visiting 100 stores and sharing relevant posts on the platform. […]

How social commerce in China is transforming shopping and social media

social commerce in china

Social commerce defines an ecosystem that combines social media and e-commerce platforms in a dynamic and distinctive manner. It forms a space where the boundaries between online shopping and social interactions blend seamlessly. This fusion is achieved through the integration of social media, online marketplaces, and mobile payment systems, resulting in an environment that immerses […]

How to succeed on Little Red Book in China (Xiaohongshu)

Little Red Book app

Nowadays, internet platforms are becoming more important for young people to consume. Social platforms like Little Red Book have shortened the distance between brands and consumers. Qu Fang, founder of Little Red Book, said ” the original intention of Little Red Book is introducing good foreign brands to Chinese consumers and recommending good Chinese brands […]

Luxun meets Xiaohongshu in viral TVC, “The Diary of a Hipster”

Daxue Consulting - XHS - Chao's Diary

On December 24th, 2021, Xiaohongshu (小红书, Chinese equivalent of Instagram); released a fashion TV Commercial (TVC) – “Chao’s Diary” (潮人日记, which can also be translated to “The Diary of a Hipster”), with cinematic retro shots that referenced Lu Xun (鲁迅), who is considered China’s greatest modern writer of the 20thcentury. The commercial tells a story […]

Guide to Chinese e-commerce platforms: which platform is the best for your brands

guide to e-commerce platforms in China

Over the past three decades, the Chinese economy has experienced unprecedentedly rapid growth. Social progress, technological innovations, and increasing disposable personal incomes have shaped new shopping habits. A variety of e-commerce modes, like live-streaming e-commerce, social e-commerce, and cross-border e-commerce, have emerged in the market. Large Chinese e-commerce platforms, like Alibaba’s Taobao and, have […]

Apply the Kardashians marketing tactics in China

Kardashians in China

In 2020, the Kardashians’ fame in China has hit a new high.  No matter how you feel about them, you cannot deny their success: the empire of Kim Kardashian worth $350 million and Kylie Jenner’s worth $900 million. This is mainly thanks to the Kardashians marketing genius, which is also trending in the Chinese market. […]

Daxue Talks 62: Brands’ behavior on Xiaohongshu during the Coronavirus

xiaohongshu marketing

In this episode of Daxue Talks, Miro Li, an expert in marketing foreign brands on niche Chinese platforms, continues to share how brands are changing their behavior on the Chinese lifestyle sharing platform Xiaohongshu (Red) in the face of the COVID-19 outbreak. Jump to the questions: 0:38: Can you provide interest cases of how brands […]

What you need to know to sell online in China

sell online China

China is the world’s leading e-commerce market With more than 610 million digital consumers, China is currently the world’s leading e-commerce market. With such potential, it is not surprising that China has become the new goldmine for online retailers, local or international. In this article we outline the basic information to sell online in China. China cross-border […]